학술논문
Brand Public Benefits and Consumer Engagement
이용수 5
- 영문명
- 발행기관
- 한국유통과학회
- 저자명
- Nak-Hwan CHOI Jing WANG Chang CHEN
- 간행물 정보
- 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 6 No.2, 147~160쪽, 전체 14쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2019.04.30
무료
구매일시로부터 72시간 이내에 다운로드 가능합니다.
이 학술논문 정보는 (주)교보문고와 각 발행기관 사이에 저작물 이용 계약이 체결된 것으로, 교보문고를 통해 제공되고 있습니다.
국문 초록
영문 초록
Compared with the research on consumer engagement in brand community, the research on consumer engagement in brand public has been relatively less. This research aimed at exploring how brand public characteristics such as information variety, various communications and no limitation in expressing self affect the brand public engagement. 274 questionnaires answered by Chinese consumers are used to conduct analysis. Principal component analysis is used to test the reliability and validity of each construct, and structural equation model is used to test hypotheses. The study finds the positive effects of information variety on information benefits, those of various communications on social benefits, and also positive roles of no limitation in expressing self to brand-related self-expression motivation. And each of the information benefits, social benefits and brand-related self-expression motivation is proved to positively affect brand public engagement. The study implies that marketers should give attention to characteristics of brand public, and provide the ways by which members of brand public engage the brand. Additionally, marketers should pay more attention to both direct and indirect engagement activities of consumers toward brand public in social media to better understand their target consumers.
목차
1. Introduction
2. Theoretical Background and Hypotheses
3. Research Method
4. Empirical Investigation
5. General Discussion
Reference
해당간행물 수록 논문
- Effects of Technology and Innovation Management and Total Factor Productivity on the Economic Growth of China
- Capital Structure and Default Risk
- Brand Public Benefits and Consumer Engagement
- Premiums/Discounts, Tracking Errors and Performance of Saudi Arabian ETFs
- The Mediating Roles of Trust and System Quality in Achieving System Success
- Rewards, Satisfaction and Economic Trends under Nonlinear Assumption
- A Structural Analysis on the Influence of Multi-Cultural Families in Psychological Inadequacy for Youth
- Reduction of Economic Disparities in the Regions of Kazakhstan Based on Inclusive Development
- Critical Success Factors of Project Management
- The Effects of Job Crafting on Work Engagement and Work Performance
- The Impact of Creative Role Identity and Creative Self-Efficacy on Employee Creativity in the Hotel Business
- Criteria for Supplier Selection in Textile and Apparel Industry
- The Study on People’s Satisfaction towards Public Services of Viet Nam
- Do Long Term Savings Motives Foster Household Participation and Contribution to Savings Mechanisms in Rural Vietnam?
- Analysis of Gender Pay Gap in Different Sectors of the Economy in Kazakhstan
- Differences among Credit Rating Agencies and the Information Environment
- The Effect of Brand Equity Components on Automobile Purchase Intention of Consumers in Ho Chi Minh City, Vietnam
- Factors Influencing Family Business Decision for Borrowing Credit from Commercial Banks
- Long-run and Short-run Causality from Exchange Rates to the Korea Composite Stock Price Index
- Nexus between Inflation and Unemployment
- Response on New Credit Program In Indonesia
- Robustness of Cash Flow Value
- Natural Rubber Economics between China and Southeast Asia
- The Effects of Brand Value of Oriental Medicine Cosmetic on Purchase Intention
- Do Auditor’s Efforts of Interim Review Curb the Analyst Forecast’s Walkdown?
- The Effect of Personality Traits on Employee Job Satisfaction with Moderating Role of Islamic Work Ethics
- Linking of Egoistic, Altruistic, and Biospheric Values to Green Loyalty
- Are Trades Related to Technology? Evidences From The Baltic States: Estonia, Latvia and Lithuania
- A Panel Analysis on the Cross Border E-commerce Trade
- Inward Technology Licensing, Financial Slack, and Internal Innovation in New Technology-Based Firms Located in Isolated Areas
참고문헌
관련논문
최근 이용한 논문
교보eBook 첫 방문을 환영 합니다!
신규가입 혜택 지급이 완료 되었습니다.
바로 사용 가능한 교보e캐시 1,000원 (유효기간 7일)
지금 바로 교보eBook의 다양한 콘텐츠를 이용해 보세요!